Television Advertising Thoughts:  Cable versus Network

Targeting your customer is more important now than ever.  Rather than advertising to an entire city, there are a few excellent ways to geographically target your customer:  direct mail, local community newspapers, billboards and zoned cable advertising. 

Many cable companies offer zoning, whereby you buy coverage only in a specific region of the city or neighborhood that you are trying to reach.  Cable costs are lower than network television rates because the ratings are generally 75% lower than network television (although the rates are not 75% lower). It does make sense, however, from a cost savings standpoint to use zoned cable as part of your advertising plan if network television is cost prohibitive and if you have only a few target locations to which you are advertising.

Rather than blanket the entire market by using network TV (CBS, NBC, ABC and FOX), a zoned cable buy can target the specific area surrounding your store location or office, if you are a retail business.

Television advertising is the best way to tell the whole story about your business because it uses both audio and visual, and it provides excellent reach and frequency.  A factor to keep in mind in your decision-making is that some homes do not use cable or they use a satellite dish, while network television reaches every home with a TV.